Red Bull
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2008-07-16T06:54:04Z
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[[Image:Red Bull 250mL Can.jpg|thumb|right|200px|Cans of Red Bull]]
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'''Red Bull''' is a carbonated [[energy drink]] sold by [[Red Bull GmbH]] that is very popular throughout the world. In 2006, more than 3 [[1000000000 (number)|billion]] cans were sold in over 130 countries. 3,903 employees generated 2.6 [[1000000000 (number)|billion]] [[euros]] in turnover.
==Origins==
[[Dietrich Mateschitz]], an [[List of Austrians|Austrian]] entrepreneur is the mastermind of the Red Bull Energy Drink. Mateschitz was the [[international]] [[marketing]] director for [[List of Procter & Gamble brands|Blendax]], a [[German people|German]] [[toothpaste]] company, when he visited [[Thailand]] in 1982 and discovered that [[Krating Daeng ]] helped to cure his [[jet lag]].<ref>'''Selling Energy''', Economist, May 9 2002 [http://www.economist.com/people/displayStory.cfm?story_id=1120373]</ref> Between 1984 and 1987, Mateschitz worked with TC Pharmaceutical (a Blendax licensee) to adapt Krating Daeng for the [[Europe]]an market. At the same time Mateschitz and [[Chaleo Yoovidhya]] founded Red Bull GmbH; each investing $500,000 of savings and taking a 49% stake in the new company. They gave the remaining 2% to Chaleo's son Chalerm, but it was agreed that Mateschitz would run the [[company]].<ref>'''Soda with a buzz''', Forbes, 28 March 2005, [http://www.forbes.com/global/2005/0328/028_print.html]</ref> Red Bull GmbH launched the Red Bull in 1987, which is carbonated and not as sweet as Krating Daeng, the Thai energy drink. Red Bull entered its first foreign market ([[Hungary]]) in 1992, and the United States (via California) in 1997.<ref>{{cite web |title=Red Bull GmbH Company History
|url=http://www.fundinguniverse.com/company-histories/Red-Bull-GmbH-Company-History.html |accessdate=2007-10-12}}
</ref>
Red Bull has taken almost half of the [[United States of America|US]] market for [[energy drinks]], and up to 80% of the [[market]] in some other countries.
In 2006, [[Forbes Magazine]] listed Chaleo as being the 292nd richest person in the world with an estimated net worth of over $2.5 billion<ref>''''Billionaires, #292 Chaleo Yoovidhya''', Forbes , 2006 [http://www.forbes.com/lists/2006/10/13B6.html]</ref> while Mateschitz was listed at number 317.<ref>''''Billionaires, #317 Dietrich Mateschitz''', Forbes , 2006 [http://www.forbes.com/lists/2006/10/DGAD.html]</ref>
==Product==
Marketed as an [[energy drink]] to combat mental and physical [[fatigue (physical)|fatigue]], it contains, per 250 mL (8.3 [[Fluid ounce|U.S. fl. oz.]]) serving, about 21.5 g [[sucrose]], 5.25 g of [[glucose]], 50 mg of [[inositol]], 1000 mg of [[taurine]], 600 mg of [[glucuronolactone]], [[vitamin B]] — 20 mg of [[niacin]], 5 mg of [[vitamin B6]], 5 mg of [[pantothenic acid]] and 5 μg of [[vitamin B12]] — and 80 mg of [[caffeine]]. The caffeine in one serving is similar to that found in an average cup of brewed [[coffee]] (typically 100 mg/250 ml cup, but 72 mg for a U.S. regular 6 fluid ounces [[cup (unit)|cup]] of coffee) or twice as much as found in a can of [[Coca Cola|Coke]] (40 mg/330 ml can). A sugar-free version has been available since the beginning of 2003. Sugar-free Red Bull is sweetened with [[aspartame]] and [[acesulfame potassium]], as opposed to sucrose and glucose.
The drink is intended to taste like mixed berries.
Red Bull is commonly used as mixer with alcoholic drinks such as [[vodka]] and is the base ingredient in the now famous [[Jägerbomb]] and [[Remytini]]. The company officially discourages those uses for safety reasons: there are no studies on the effects of Taurine combined with Alcohol and there is a potential danger
.
===Ingredients===
A can of Red Bull from the [[United Kingdom]] states the ingredients as:
[[Water]], [[sucrose]], [[glucose]], [[sodium citrates]], [[carbon dioxide]], [[taurine]], [[glucuronolactone]], [[caffeine]], [[inositol]], [[niacin]], [[pantothenic acid]], [[vitamin B6]], [[vitamin B12]], [[caramel]] and [[riboflavin]]. In comparison, a can of Sugar Free Red Bull from the [[United Kingdom]] states the ingredients as: [[water]], acidity regulator [[sodium citrates]], [[carbon dioxide]], [[taurine]], [[glucuronolactone]], sweeteners ([[acesulfame K]], [[aspartame]]), [[caffeine]], [[inositol]], [[niacin]], [[pantothenic acid]], [[vitamin B6]], [[vitamin B12]], thickener [[xanthan gum]], colours ([[caramel]], [[riboflavin]]).
[[Taurine]] is a naturally occurring organic acid in the human body; although, it is also present in foods like poultry, fish, and scallops. In addition to being an antioxidant, it is mainly utilized by the body during physical exertion and in high stress environments<ref>http://www.redbullusa.com/#page=ProductPage.Ingredients Red Bull North America Inc.</ref>. In its natural form, [[taurine]] is derived from animal tissue, having been first isolated from bull (''Bos taurus'') [[bile]]; however, the [[taurine]] used in the Red Bull drink is produced synthetically. It is also the first energy drink to list [[glucuronolactone]] in its ingredient list. [[Glucuronolactone]] is a carbohydrate involved in detoxification. The chemical is naturally occurring in the human body, but is also present in foods like grain and wine<ref>http://www.redbullusa.com/#page=ProductPage.Ingredients Red Bull North America Inc.</ref>.
===Usages===
Red Bull is suitable for vegetarians and vegans; it does not contain any animal products or substances derived from animals, and is dairy free. Red Bull is [[kosher]], according to KF Federation of Synagogues, Rabbi M.D. Elzas, London. Red Bull is also [[halal]], according to the Muslim Judicial Council. Imaam Y. Harris, Cape Town.<ref>[http://www.redbull.co.uk/en/ProductPage.FAQS/htmlProductPage.action?faqIndex=3#page=ProductPage.FAQS Welcome to Red Bull UK - PRODUCT - FAQ<!-- Bot generated title -->]</ref>
Red Bull aims to boost mental and physical performance "Red Bull vitalizes the body and mind", according to the motto of the brand in America. The high concentration of [[caffeine]], [[glucose]], [[sucrose]], [[taurine]], and [[glucuronolactone]] increase metabolism, thus improving the user's concentration, energy, and endurance. However, this jump in metabolism is only recommended for temporary usage. It does not rehydrate like typical sports drinks and has digestibility similar to that of coffee. Therefore, it is recommended to have one serving 30 minutes prior to activity and users are encouraged to replenish with adequate fluids after<ref>http://www.redbullusa.com/#page=ProductPage.Ingredients Red Bull North America Inc.</ref>.
==Variations==
On March 24, 2008 Red Bull introduced '[[Simply Cola]]', or [[Red Bull Cola]], the company's own take on a cola beverage. The product will be the first major brand extension since [[Red Bull Sugar-Free]] was introduced in 2003. It will be available in both the original 250ml cans and the newer 355ml version.<ref>[http://www.marketingweek.co.uk/cgi-bin/item.cgi?id=60121&d=258&h=262&f=3 MarketingWeek: Red Bull launches cola drink]</ref> The cola has all natural ingredients and is being marketed as a natural product. <ref>[http://gendigital.typepad.com/gendigital/2008/03/a-new-entrant-i.html GenDigital: A New Entrant In The Cola Wars With A Familiar Name<!-- Bot generated title -->]</ref>
==Health concerns==
The sale of Red Bull is prohibited in some countries, usually due to its [[taurine]] content or its alleged high level of [[caffeine]]. However, many countries which formerly banned Red Bull (and similar energy drinks) have revised their legislation to allow drinks containing [[taurine]] or higher amounts of caffeine, including [[Switzerland]] (1994), [[Finland]] (2005) and [[France]] (2008). [[As of 2008]], Red Bull remains prohibited as a soft drink in [[Norway]], [[Uruguay]], [[Denmark]] and [[Iceland]].{{Fact|date=June 2008}}
In 2001, the drink was investigated by the [[Swedish National Food Administration]] after being linked to the [[death]]s of three consumers <ref>[http://news.bbc.co.uk/1/hi/health/1435409.stm BBC ''Red Bull in suspected link to deaths'']</ref>. It has been subject to a number of other [[health]] concerns regarding [[glucuronolactone]], a [[wiktionary:Precursor|precursor]] of [[taurine]]. Glucuronolactone is a naturally occurring [[chemical compound]] produced by the metabolism of [[glucose]] in the [[human]] [[liver]]. It has received some notoriety due to urban legends that it was a [[Vietnam War]]-era drug manufactured by the [[Government of the United States|American government]].{{Fact|date=January 2008}} The rumor goes on to say that it was banned due to several [[brain tumor]]-related deaths.{{Fact|date=January 2008}} The rumor has since been proven false, as neither the cited ''[[British Medical Journal]]'' article nor the "banning of its consumption" ever occurred. Due to the link with [[taurine]], only energy drinks without [[taurine]] are sold in France, but [[infant formula]] sold there (and worldwide) is commonly supplemented with [[taurine]].{{Fact|date=January 2008}}. Furthermore, no warnings appear on the [[Food and Drug Administration]] website regarding its potential to cause brain tumors or other maladies<ref>[http://www.snopes.com/medical/potables/redbull.asp Urban Legends Reference Pages: Bull Marketed<!-- Bot generated title -->]</ref>
Since May 20th 2008 an alternative form of Red Bull containing [[arginine]] to replace taurine has been available in France.<ref>[http://www.flex-news-food.com/console/PageViewer.aspx?page=15420&str= No April Fool - Red Bull Removes Taurine to Access French Market]</ref>
Only days later, France removed the ban and Red Bull is now available in its original formula, including [[taurine]] <ref>[http://www.iht.com/articles/2008/06/08/technology/ad09.php Red Bull Storms Into France - International Herald Tribune]</ref>.
A common concern regarding the beverage is its supposedly high caffeine level. Proponents of the beverage counter critics by stating that a serving has roughly the same amount of caffeine as that found in a cup of coffee.
<ref>[http://www.reuters.com/article/domesticNews/idUSN0637974320071106 Energy drinks jolt blood pressure, study finds | U.S. | Reuters<!-- Bot generated title -->]</ref>
Studies have proven that there is a positive link between drinking Red Bull and reducing levels of [[cortisol]], but it may also lead to a high [[blood]]-pressure problem if drunk to excess.{{Fact|date=April 2008}}<!-- what studies? --><ref>http://news.bbc.co.uk/1/hi/england/sussex/7438645.stm</ref>
Results of a small study suggested to avoid the drink in case of suffering '''high blood pressure''' or '''heart disease''' <ref>[http://www.reuters.com/article/domesticNews/idUSN0637974320071106 ''The results of a small study prompted the researchers to advise people who have high blood pressure or heart disease to avoid energy drinks'']</ref>
Swedish National Food Administration warned that Red Bull should not be consumed combined with '''alcohol''' or '''after strenuous exercise''' <ref>[http://news.bbc.co.uk/2/hi/business/1460995.stm ''Swedish National Food Administration (NFA) is heading the investigation, and has issued a public warning, telling people not to take Red Bull mixed with alcohol, or after heavy exercise'']</ref>
Red Bull spokesperson recommended the consumption of '''no more than one to two cans''' <ref>[http://news.bbc.co.uk/2/hi/uk_news/england/wear/7255306.stm ''"A Red Bull spokesman recommended only one to two cans of the energy drink for "optimum effect"'']</ref>. There are examples of people suffering heart disturbances after drinking eight cans of Red Bull <ref>[http://news.bbc.co.uk/2/hi/uk_news/england/wear/7255306.stm ''A teenager was taken to hospital in Darlington after drinking eight cans of energy drink Red Bull'']</ref><ref>[http://www.smh.com.au/articles/2007/08/18/1186857834956.html ''A man whose heart stopped after he consumed eight Red Bull energy drinks in five hours has called for an overhaul of the product's warning labels'']</ref>.
== Advertising ==
{{POV-section|date=March 2008}}
Red Bull has an aggressive, multi-angle, and international marketing campaign. Red Bull GmbH sponsors many activities from extreme sports like windsurfing, snowboarding, cliff-diving, surfing, formula 1 race cars, and break dancing to art shows, music, and video games. It also hosts events like the "Red Bull Flugtag" (German for "flight day" or "flying day") and other such contests, designed to amuse participants and observers. By associating the drink's image with these activities, the company has created a very marketable "cool" image with tremendous brand power. In addition, the sleek, thin, sharp packaging creates a "sexier" image than some other cola counterparts. Hence, this one energy drink has created a market for over 150 related types of merchandise<ref>http://www.speedace.info/red_bull.htm Red Bull Company History</ref>, like [[Red Rooster (drink)]] and [[Blue lightning]]. British institution ''Advertising Standards Authority'' has upheld complaints about claims made in the publicity of Red Bull in the United Kingdom since 1997 <ref>[http://news.bbc.co.uk/2/hi/health/1133348.stm BBC ''Energy drink claims rejected'']</ref>. Even with all of the concerns regarding Red Bull, in 2000 the corporation earned around $1 billion in worldwide sales and Red Bull held 65% of the market share<ref>http://findarticles.com/p/articles/mi_m0BDW/is_22_42/ai_75286777 A Bull's Market: The Marketing of the Red Bull Energy Drink</ref>.
Red Bull is also extending protection of its trademarked phrase of 'gives you wings' to cover similar variants. A charitable Polish organization, [[Fundacja Grażyny Malecha]] is currently being sued for trademark infringement for using the phrase "give children wings" in its slogan.<ref>http://www.spiegel.de/international/business/0,1518,545495,00.html Slogan Squabble. </ref>
Red Bull featured in the [[Sony PlayStation]] futuristic racing game [[Wipeout 2097]].
==Litigation==
[[Tesco]]'s [[Kick_(energy_drink)|Kick]] <ref>[http://www.ciao.co.uk/Kick_Stimulation_Drink__5335285</ref> energy drink was involved in a UK packaging design dispute during early 2007. Red Bull claimed [[Tesco]]'s product's was too close to that of their own product. The attempted legal challenge was resolved after Tesco decided to settle out of court for a [[undisclosed sum]].
==See also==
*[[Red Bull GmbH]], the company which produces and markets this product
*[[Red Bull Trolley Grand Prix]] New Zealand
*[[Lipovitan]]
*[[Red Bull Air Race World Series]]
*[[Team Red Bull]], [[Red Bull Racing]] and [[Scuderia Toro Rosso]]
*[[List of energy drinks]]
*[[Jägerbomb]]
*[[Red Bull Brasil]], a Brazilian [[Association football|football]] team
*[[Red Bull New York]], an American [[Association football|football]] (soccer) team
*[[Red Bull Salzburg]], an Austrian [[association football|football]] and [[ice hockey]] club
*[[Red Bull Barako]], a team in the [[Philippine Basketball Association]]
*[[FC Red Bull Salzburg]], an [[austria]]n [[Association football|football]] team.
*[[Krating Daeng]] The drink which inspired Red Bull
== References ==
{{reflist}}
==External links==
{{commons|Red Bull}}
* [http://www.redbull.com Red Bull Home]
* [http://www.wired.com/science/discoveries/magazine/15-07/st_redbull What's inside: Red Bull] Wired.com (Jun 2007)
* [http://www.medicalnewstoday.com/index.php?newsid=5753 French ban on Red Bull upheld by European Court] Medical News Today (Feb 2004)
* [http://www.curia.europa.eu/en/actu/communiques/cp04/aff/cp040012en.htm Press release of the European Court inf the French case]
* [http://www.cbc.ca/consumers/market/files/health/redbull/index.html Raging Bull Investigation] CBC Marketplace (Feb 2005)
* [http://pintday.org/archive/20050322 Science vs. the Bull] Rebuttal to the CBC Marketplace article above (Mar 2005)
* [http://www.snopes.com/toxins/redbull.htm Bull Marketed] Urban legends pertaining to Red Bull (Oct 2004)
* [http://news.bbc.co.uk/1/hi/uk/4826920.stm Red Bull 'masks alcoholic effect'] BBC News (Mar 2006)
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